OmniRetail, a B2B e‑commerce platform operating in Nigeria, Ghana and Côte d’Ivoire, has introduced OmniOne, a digital solution aimed at helping fast‑moving consumer goods (FMCG) manufacturers expand their distribution networks and streamline operations.
OmniOne builds on OmniRetail’s existing marketplace, OmniBiz, which connects retailers to a network of distributors and sub‑distributors through a single commerce engine. The new platform extends that infrastructure to manufacturers, offering real‑time data visibility, integrated financial services and a unified ordering interface. According to NielsenIQ, the FMCG market in Nigeria and Kenya grew 18.1 % in value in 2023, yet traditional trade still accounts for 98 % of retail sales and remains fragmented. Manufacturers typically place orders by phone or in‑person, with payments spread across multiple channels, leading to delays and lost sales. OmniRetail’s CEO Deepankar Rustagi said the company aims to “connect goods, payments, credit and data visibility” to unlock value across the supply chain.
OmniOne does not replace OmniBiz. While OmniBiz continues to handle order placement and fulfillment for retailers, OmniOne aggregates that activity into a single dashboard for manufacturers. The platform provides real‑time insights into demand, manufacturing output, distributor inventory and retail sell‑through rates. Manufacturers can monitor customer analytics, order values, quantities sold, new and churned customers, leads and survey results. Distributors, meanwhile, can view ledger balances, SKU availability and pricing, place orders, make payments using wallet balances or approved credit, and track order status.
A key component of OmniOne is embedded access to financial services through partnerships with more than 14 banks and fintech firms. The platform offers working‑capital support, digital payments and collections, interest on account balances, deposit options and point‑of‑sale solutions. Creditworthiness is assessed using transaction and behavioural data—such as purchase history, order frequency, repayment patterns and inventory movement—rather than traditional collateral, enabling financing based on actual business activity.
OmniRetail launched its $20 million Series A round a year ago and reports visibility into over 500,000 FMCG orders worth approximately ₦250 billion ($182 million) each month, spanning 10,000 distributors and 100,000 retailers. The company indicated that future developments will focus on deepening artificial‑intelligence capabilities to further integrate commerce, finance and data analytics.
By providing manufacturers with a consolidated view of the traditional trade ecosystem and embedding financial tools directly into trade flows, OmniOne positions itself as an operating layer for the region’s FMCG sector, potentially enhancing efficiency, reducing working‑capital constraints and improving stock availability.
